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Internet

BigBand unveils IP-based advertising app

Friday 28 October 2011 | 14:30 CET | News
Cable network equipment provider BigBand Networks has unveiled an IP-based targeted advertising application. Operators using the application can increase advertising revenue generated from live TV that is delivered to both set-top boxes and IP-connected devices. With its patented virtual zoning technique, BigBand has created a method for digital TV service providers to deliver ads based on targeting criteria attractive to an advertiser. Ads can be sent to traditional ad zones, to groups of devices based on demographics, or to geographic areas down to zip+4 codes. Featuring the BigBand Media Services Platform (MSP), this network-based application allows ad delivery to be verified by the service provider's network in a manner consistent. The targeted advertising application integrates with existing back-office systems and is the ad insertion for multicast IPTV with virtual zoning. The application reduces the bandwidth necessary to deliver both zoned and targeted advertising. Virtual zoning, as a subset of targeted advertising, provides a practical transition with respect to business practices and technology migration. A virtual zone represents a clustering of subscribers that does not have to be tied to fixed geographic boundaries. Virtual zones are not constrained by access network topology. The ad zones can contain multiple individuals or groups of subscribers. Virtual zone can be based on demographic characteristics such as those provided by Nielsen Prizm demographic groupings. This allows an advertiser to match a household with demographic characteristics to the corresponding targeted ad and create relevant advertising experience to the viewer. The BigBand MSP-based advertising services include the preparation and transcoding of ad assets, ad splicing into linear TV streams, event reporting to insertion systems, and management using BigBand's Video Management System software. The services operate completely within the digital domain and splice ads into streams encrypted for a variety of network environments.

Categories: Broadcast & Satellite / Internet
Companies: BigBand Networks
Countries: World
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